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July 20, 2009

Car launch key to Jaguar's future

The new XJ from legendary luxury car maker Jaguar, was unveiled at a star-studded event at the Saatchi Gallery on Thursday. The global launch was part of a 10-day programme at the London venue to support Jaguar’s most significant new model.

The troubled car manufacturer hopes the new XJ will revive its fortunes, following poor recession-related, making the event particularly important.

Imagination, the UK’s leading integrated communications agency, assisted with the programme and worked alongside Jaguar to develop the content strategy.

Three XJs were sited in the gallery, giving the 750-strong celebrity audience a chance to experience the Jaguar’s new visual direction under the leadership of design director Ian Callum.

The new XJ completes the revitalised Jaguar family, complementing the acclaimed XF saloon and XK grand tourer, which the car manufacturer is hoping will revive its fortunes, following a torrid time recently, due to the downturn.

The iconic XJ first appeared in 1968 and, 40 years on, its successor is positioned as ‘the icon reimagined’.

The former Saatchi Gallery became Jaguar’s ‘embassy’, enabling dealer meetings, media briefings and local market conferences to be held in a rolling programme. Jaguar’s Experiential Marketing team worked with Imagination to configure the venue to suit the needs of each audience, thereby maximising cost-effectiveness.

Working alongside Jaguar’s engineering and design teams, Imagination created ‘works of art’ fit for the setting. One room presented stories of Jaguar’s technological innovation. It included a wall-hung XJ bodyshell highlighting the car’s extensive use of lightweight aluminium, and a 6m-wide lenticular-style installation demonstrating Jaguar’s unique ‘dual view’ display technology.

Elsewhere, the focus was on the XJ’s personal luxury and scope for personalisation. A walk-through booth demonstrated the XJ’s exclusive 1200W Bowers & Wilkins digital surround-sound system. An imposing, handcrafted 6m-wide semicircular exhibit brought to life the widest array of paint and interior trim options ever to be offered by Jaguar.

:Imagination is a key partner in all Jaguar's global event and exhibition work,” said Imagination’s chief executive and global creative director Douglas Broadley. “Jaguar is delighted with the way we have interpreted its brief and worked in an integrated fashion with all disciplines within its business, helping it to bring meaning to the new Jaguar.”

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